Transcript Document

From Plymouth Harbour
Clare Hills
Clacksons
February 2006
Clacksons
Introduction
Brittany Ferries have promoted services from Plymouth
Harbour in North Devon and Cornwall titles.
The following presentation takes a look at the 45 minute
drive time catchment of Plymouth Harbour in terms of;
 Demographic differences
 Rural vs urban areas
 Reach of ABC1 adults
 Comparative reach of these demographic groups
 The benefits afforded by optimising your advertising
schedule.
Clacksons
45 minutes drive time of Plymouth Harbour
Clacksons
Clackson’s coverage of the catchment
Clacksons
The Rural Majority
Comparison of size and socio-economic profile of conurbations
and rural areas within 45 minute catchment of Plymouth Harbour.
430,510
adult population
450,000
344,714
adult population
400,000
49.4%
350,000
300,000
250,000
C2DE
ABC1
53.5%
200,000
150,000
100,000
46.5%
50.6%
50,000
0
Conurbations
Rural Area
 Within the 45 minute catchment the rural population is 25% larger than the
conurbation population.
 Additionally, the profile of the rural market is skewed towards the affluent
ABC1 socio-economic groups, making the rural majority an important market
segment to target.
Source: JICREG 1st February 2006 Conurbations – Plymouth and Torbay U.A and Exeter Borough
Clacksons
Reach of the rural market
Readership profile of
Clacksons portfolio
Rural
80%
Urban
20%
Readership profile of
Northcliffe Dailies
Rural
35%
Urban
65%
 The rural population is a significant and important market within
the 45 minute catchment of Plymouth Harbour.
 The rural majority is best served by the Clacksons portfolio of
local weekly titles; 80% of their readership stems from the rural
market.
 The Northcliffe dailies are predominantly urban products, with 65%
of readership from the major conurbations, but just 35% in the rural
areas.
Source: JICREG/TELMAR 1st February 2006 Conurbations – Plymouth and Torbay U.A and Exeter Borough Council
Clacksons
Reflecting the ABC1 socio-economic
groupings
By indexing the socio-economic readership profile of Clacksons
and Northcliffe titles against the profile of the 45 minute drive time
of Plymouth Harbour, we are able to identify the titles which
provide above average readership in this affluent segment.
Index of
Title
ABC1's
Tavistock Times Gazette
121.4
South Hams Gazette & News
111.9
Dawlish Gazette & Teignmouth News
108.5
Mid Devon Advertiser & Times
107.1
Cornish Times
99.9
Torquay Herald Express
99.1
Western Morning News
98.1
Liskeard Gazette & Journal
92.8
Plymouth Evening Herald
87.4
Plymouth Sunday Independent
83.8
Exeter Express & Echo
82.3
Cornish & Devon Post
72.0
Source: JICREG 1st February 2006
Index = less than 100
lower than average
Index = 100
average profile
Index = 100
above average profile
 The Clacksons portfolio of local
weekly titles provides the four
titles with above average index of
affluent ABC1 readers.
 By comparison the Northcliffe
Daily titles have indices that are
below average for ABC1
readership profile.
Clacksons
Comparative reach of the catchment
Clacksons portfolio
40.0%
38.0%
36.0%
Northcliffe Dailies
39.3%
38.8%
36.5%
34.0%
33.9%
32.0%
30.0%
28.0%
26.0%
24.0%
22.0%
20.0%
Total AIR's
ABC1 AIR's
 The Clacksons portfolio of local weekly titles provides 300,413 AIR’s (38.8%
reach) in the 45 minute drive time catchment of Plymouth Harbour.
 This is 6.1% more reach than provided by the Northcliffe Dailies.
 When looking at the ABC1 socio-economic group, Clacksons reach 148,541
ABC1 AIR’s (39.3% reach) in the catchment area.
 This is 15.9% more ABC1 readers than Northcliffe Dailies.
Source: JICREG/TELMAR 1st February 2006
Clacksons
Duplication of ABC1 readership
108,839
Solus
AIR’s of
Clacksons
local
weekly
portfolio
39,702
duplicate
readers
88,418
Solus
AIR's of
Northcliffe
Dailies
 The Clacksons portfolio combined with the Northcliffe Daily titles
provides a net reach of 236,959 ABC1 readers, 62.6% of the
upmarket ABC1 catchment.
 There is just 17% duplication in readership (39,702 AIR’s) between
the two portfolio’s, minimising the wastage, whilst maximising the
reach of the upmarket catchment.
Source: JICREG/TELMAR 1st February 2006
Clacksons
Optimising reach – scheduling options
Total Reach
Reach of ABC1 Audience
Option 1
No of insertions per title
Net AIR's in catchment
Net reach of catchment
Northcliffe Dailies
4
383,018
49.41%
Option 1
No of insertions per title
Net AIR's in catchment
Net reach of ABC1's in catchment
Northcliffe Dailies
4
177,269
46.86%
Option 2
No of insertions per title
Net AIR's in catchment
Net reach of catchment
Clacksons Portfolio
4
405,138
52.26%
Option 2
No of insertions per title
Net AIR's in catchment
Net reach of ABC1's in catchment
Clacksons Portfolio
4
202,831
53.61%
Split Schedule Clacksons Portfolio &
Option 3
Northcliffe Dailies
No of insertions per title
2
Net AIR's in catchment
563,921
Net reach of catchment
72.74%
Split Schedule Clacksons Portfolio &
Option 3
Northcliffe Dailies
No of insertions per title
2
Net AIR's in catchment
273,877
Net reach of ABC1's in catchment
72.39%
 Whether looking at total reach or reach of the ABC1 segment, option 2
– 4 insertions in the Clacksons portfolio, provides higher reach than
option 1.
 However, by splitting the schedule to 2 insertions in each package
increases reach by around a half (against the Northcliffe Dailies).
Source: JICREG/TELMAR 1st February 2006
Clacksons
Summary
 The rural population is 25% larger than the urban population
within the 45 minute catchment area.
 This rural majority are also skewed towards the ABC1 socioeconomic segments which are an important target market for the
travel tourism industry.
 Over 80% of Clacksons readership stems from this rural market,
compared to just over a third of Northcliffe Dailies readership.
 Clacksons portfolio of local weekly titles provides 39% reach of
the Plymouth Harbour 45 minute catchment.
 The Clacksons portfolio offers a significant proportion of above
average ABC1 profile titles.
 Comparatively, the reach of the ABC1 audience is a particular
strength of the Clacksons portfolio.
 Combining the Clacksons and Northcliffe Daily packages
maximises reach, whilst minimising wastage, with just 17%
duplication of the ABC1 audience.
Clacksons